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Shopping around for better practice

CLIENTS are no longer clients, but 'consumers', says Ross Tiffin, and veterinary practices need to find new ways of attracting them into the waiting room. Here, he explains how the typical client has changed over the past several years, and how new research methods (including 'mystery shopping') can be used to measure and improve practice marketing.

Ross Tiffin spent nearly 10 years as managing director of Hill's in the UK, and commercial director for northern Europe. He subsequently worked as managing director of Veterinary Business Development before establishing his own company, Tartan Healthcare Strategy, in 2002. He was a joint author of Quo Vadis? and writes and speaks widely in the UK and abroad on the dynamics of the veterinary industry and the changing interface with consumers. He is also a director of Onswitch Insight, a company that provides insight and support to veterinary businesses.